-- Chapter 3. Market characteristics -- Chapter 4. Culture and sub-culture -- Chapter 5. Reference groups and

shows how this ideal is manifested through our culture, from the political fates of Sarah Palin and John

instrument of self-presentation at the Bauhaus / Patrick Rössler -- Selective appropriation : remarks on the

-- Culture and subculture -- Reference groups and social class -- Personal characteristics -- Customer

Culture-nature / Society-space / Local-global / Control-freedom / Self-other / Image

employee's potential -- Organizational culture and ethics -- International OB: managing across cultures